The social motivation hypothesis for pro-social behaviour
Transcript of The social motivation hypothesis for pro-social behaviour
The Social Motivation Hypothesis for Prosocial Behavior
(Forthcoming in Philosophy of the Social Sciences)
Marion Godman (1,2), Michiru Nagatsu (1) and Mikko Salmela (1)1
(1) University of Helsinki, (2) University of Cambridge
Abstract
Existing economic models of prosociality have been rather
silent in terms of proximate psychological mechanisms. We
nevertheless identify the psychologically most informed
accounts and offer a critical discussion of their hypotheses
for the proximate psychological explanations. Based on
convergent evidence from several fields of research we argue
that there nevertheless is a more plausible alternative
proximate account available: the social motivation hypothesis.
The hypothesis represents a more basic explanation of the
appeal of prosocial behavior, which is in terms of anticipated
social rewards. We also argue in favour of our own social
motivation hypothesis over Robert Sugden’s fellow-feeling
1 These authors contributed equally to the work and are listed in alphabetical order. Different versions of this paper were presented at the following interdisciplinary conferences: British Society for the Philosophy of Science (Exeter), Joint Action Meeting (Berlin), European Network for Social Ontology (Helsinki), European Network for Philosophy of Social Sciences (Venice), and also at Philosophy of Science seminar inHelsinki. We thank all the audiences for their valuable comments and suggestions. We would also like to thank three anonymous reviewers for this journal whose comments have led to a much improved paper. Marion also wishes to thank the Volkswagen Foundation whose European Platform for Life Sciences, Mind Sciences, and the Humanities has supported her involvement in the interdisciplinary project on social interaction (http://social-interaction.eu/). She has also learnt a lot from co-participants in the project: Vivian Bohl, Mog Stapleton, Christoph Teufel, Wouter van den Bos and Marijn van Wingerden. Michiru wants to thank Chiara Lisciandra for drawing attention to Clavien & Klein (2010) and Lisciandra et al. (2013).
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account (due originally to Adam Smith). We suggest that the
social motivation hypothesis not only stands as a proximate
account in its own right; it also provides a plausible scaffold
for other more sophisticated motivations (e.g. fellow-
feelings). We conclude by discussing some possible implications
the social motivation hypothesis has on existing modeling
practice.
Table of contents
1. Introduction
2. Economic models of prosocial behavior
2.1 Social norms approach
2.2 Team reasoning approach
2.3. Summary
3. The “fellow-feeling” hypothesis
4. The social motivation hypothesis
5. Social motivations as scaffolders
6. Conclusion
1. Introduction
It is widely accepted that a distinctive aspect of human
sociality is the pervasive engagement in “prosocial behavior”,
which can be roughly characterized here as an individual’s
choice to forgo her immediate material interests in order to
benefit other(s) or a group to which she belongs. Many
behavioral economic models hypothesize some proximate
motivations in addition to purely material self-interest in
order to explain such prosocial behavior. However, the proposed
psychological mechanisms are often rather casually proposed to
accommodate behavioral data in stock experimental games, and
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are often poorly informed by psychological research. Moreover,
contrary to the stated ambitions, this strategy so far remains
unsuccessful in delivering a unified picture of what motivates
prosocial behavior (Clavien and Klein 2010).
This paper was triggered by the following observation: perhaps
there are too many models and not enough attention to the
empirical work in various areas of psychology. It seems as
though we should try to get the psychological (proximate)
mechanisms right before modelling a particular motivation as an
augment of an individual utility function, or presuming that
such modelling strategy is indeed the best way to proceed. We
support this move while acknowledging that like any empirical
hypothesis, psychological ones are fallible and in principle
open to revision. Still, we hope that this paper will not only
provide the reader with a psychologically realistic and
plausible proximate account of prosocial behavior, but also
prompt some general methodological reflections on how
psychological research bears on existing modelling practice.
We proceed as follows. In section 2 we consider the two
psychologically most informed economic modelling strategies for
explaining prosociality, and argue that they are, at least as
stands, unsatisfactory with respect to providing proximate
accounts of prosocial behavior. In section 3, we consider Adam
Smith’s fellow-feeling hypothesis revived by Robert Sugden
(2002), as a more promising alternative for the motivations for
norm following/team reasoning. In section 4, we present a
different social motivation hypothesis as well as some
convergent evidence for it and in section 5, we argue that
social motivations might be understood as a scaffold for the
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more specific rewards involved in fellow-feelings and,
analogously, as a general scaffolder for other candidate
proximate accounts of prosocial behavior. Section 6 concludes
with some methodological reflections.
2. Economic models of prosocial behavior
Prosocial behavior, such as cooperation in the prisoner’s
dilemma (PD) and public goods games (PG), fair offers in
ultimatum bargaining games (UG), and trusting and sharing in
trust games, is a fairly robust experimental phenomenon -- even
in those experiments where one is careful to ensure that the
subjects believe that interactions are anonymous and that there
is no future interaction with other subjects (see e.g. Camerer
2003, ch. 2 for a review).
We can identify at least four approaches within the rational
choice tradition that purport to explain such experimental
results as well as our prosocial behavior in analogous real
life situations. The first two are (i) the rational cooperation
in repeated games approach, according to which people
mistakenly behave prosocially in one-shot games because humans
have evolved in repeated interactions where cooperation is
rational (e.g. Binmore 2006); and (ii) the social preference
approach, which models people’s motivations as stable “social
preferences” for equity, fairness, etc. that are defined in
terms of the material payoffs of games (e.g. Fehr and Schmidt
1999). Although popular among behavioral economists, there is
convincing empirical evidence against these hypotheses (see
e.g. Gächter and Thöni 2007 for a review). Moreover, these
accounts do not explicitly address motivations of prosocial
behavior: the first (i) simply assumes such motivations to be
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explanatorily irrelevant; and the second (ii) crudely equates
prosocial motivations with preferences for different
distribution of players’ material payoffs in games. We
therefore focus on the two other approaches in this paper: (1)
social norms; and (2) team reasoning.
Both (1) social norms and (2) team reasoning seem to hold the
most promise for explaining a range of experimental results
(see Tan and Zizzo (2008); Guala et al. (2013) for empirical
evaluations). The approaches are also (though not always)
accompanied by explicit discussions of what motivates norm
adherence and team reasoning, respectively. However, after a
discussion of each approach, we will briefly argue that these
proximate accounts are ultimately unsatisfactory.
2.1 Social norms approach
The social norms approach has been gaining popularity due to the
growing evidence that specific expectations (beliefs) as well
as preferences influence prosocial behavior in economic games.
Unlike the social preferences approach, which assumes some
stable other-regarding preferences at work in all contexts, the
social norm approach adopts the idea of conditional preference.
One of the main proponents of the approach, Christina Bicchieri
thus argues that the preference to follow a norm or behavioral
rule is activated only if the individual believes (a) that
enough others will follow the rule (“empirical expectation”)
and (b) that enough others will expect her to follow
(“normative expectation”) (Bicchieri 2006). Due to this
conditionalization of preferences as relative to certain
expectations and perhaps also what norms are identified, the
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social norms have a positive explanation for why we should
expect (some) prosocial behavior to occur in some contexts
(e.g. ultimatum games with humans) and not in others (e.g.
ultimatum games with computers) (see Bicchieri 2006, p. 125,
also pp. 168-170). Once these epistemic conditions of norm
identification are met, Bicchieri’s model predicts that
players’ payoffs in a game are transformed. That is, players’
payoffs for different outcomes of the game are subjectively
modified to take into account players’ taste for certain social
norms (of fairness, cooperation, etc.). This changes the payoff
structure of the Prisoner’s Dilemma and other economic games
by, for example, rendering defection or “unfair” behaviour less
attractive, which in turn makes their overall self-interest
aligned with prosocial norms. Social norms “tug at our utility”
of what is economically rational (Paternotte and Grose 2012).
The approach thus models individual utilities such that they
involve preferences for norm conformity.
But what precisely motivates people to follow social norms,
once the epistemic conditions of norm identification are met?
Insofar as the social norm approach can go beyond just
describing the behavior itself in terms of conditional preferences
or stipulate that the mere identification of the norm itself
automatically triggers norm following, the model owes us a
proximate explanation for why agents are motivated to follow the norm and
adhere to others’ expectations.2 In other words, the mere activation of
a social norm (or an expectation that there is such a norm at
2 Although Bicchieri explicitly states (2006, p. 3) that her belief-desire model of choice is compatible with the possibility that our norm following behaviour occurs subconsciously without deliberate decision, she does not understand this folk psychological model as an “as if” model.
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work) is not sufficient since there must be something that
explains why empirical and normative expectations matter to
individuals.
The same question is provoked by Herbert Gintis’s (2010) model
of social norms, which, just like Bicchieri’s, presupposes that
people have preferences to follow social norms.3 Gintis (2011)
however stresses that certain moral values and character virtues lead
individuals to voluntarily conform to norms. These values and
virtues include promise-keeping, fairness, and honesty, and
they manifest as behavioral regularities that facilitate
cooperation and enhance social efficiency (Gintis 2011, 884).
According to Gintis, individuals internalize these behavioral
regularities through processes of socialization where the moral
values and character are instilled by the interplay of affect
and authority and induce us to comply and conform to the
specified norms that promote prosocial behavior. This
internalization means agents behave prosocially even if there
is no possibility of being penalized for selfish behavior and
being rewarded for prosocial behavior. “Morality, in this way,
is doing the right thing even if no one is looking” (Gintis
2010, 252).
Now, Gintis admits that moral character and virtues do not
always guarantee norm abidance as other conflicting interests
are also present. Yet insofar as we act prosocially, Gintis
believes that the central motivation for such behavior is
normative or moral: doing the right thing in the situation.
3 Gintis (2010) models social norms as a coordination device (the “choreographer”) that enables players to choose one from multiple Nash equilibria, using the concept of correlated equilibrium. See for furthercomparisons of Biccheri’s and Gintis’s models.
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Still, it seems that Gintis might be too optimistic in thinking
that moral and character virtues alone are responsible for
inducing norm abidance. Recent empirical work in moral
psychology shows that those moral principles and character,
including virtues, that are used to justify actions, do not
appear to have any ‘formative’ role in our decision-making (for
a review, see Merritt et al. 2010). Some even suggest that
moral reasoning is a result of confabulation (Wheatley & Haidt
2005; Schnall et al 2008). Either way, the role of moral traits
and virtues as proximate explanations has not been confirmed to
the extent assumed by Gintis.4
Bicchieri (2006, 13-25) provides a more nuanced and extended
proximate account. She suggests three types of motivations for
norm adherence: (i) fear of resentment (and of more
consequential punishment), (ii) desire to please others’
expectations and preferences, and (iii) belief that others’
normative expectation is legitimate. Bicchieri places most
credence in (iii) and argues that acceptance of certain norms
(e.g. cooperation in PG or fair offer in UG) as reasonable or
legitimate, is the more important proximate explanation. In
interactions with family and friends, a generic desire to meet
others’ expectations will suffice, but in most other
interactions with socially distant others she contends that
generic desires (i) and (ii) have little motivating power, and
so the beliefs about social norms being legitimate are
required.
4 In addition, Gintis does not specify the epistemic conditions under which once-internalised norms are triggered (see Paternotte and Grose 2012).
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It is undeniable that people are sometimes motivated to meet
others’ expectations because they find those expectations
reasonable or legitimate. But it seems norm conformity is not
always associated with the perception of reasonableness. For
example, Solomon Asch’s (1955) classic experiments show that an
individual’s easy judgment about the length of a line was
significantly influenced by the answer given by other members
of a group when the answer was obviously wrong but unanimous.
In such cases, conformity alone seems to motivate even if the
expectations of others are unreasonable. Thus conformity seems
to be de-coupled from the perceived reasonableness of the norms
(see Lisciandra et al. 2013 for a similar conformity effect on
normative judgements). In other words, people seem to behave as
if they just want to conform to the majority’s opinions and
preferences, regardless of whether it is reasonable to do so or
not.
In fact, once we turn to Bicchieri’s own model, motivations of
types (i) and (ii), seem required in order to derive (iii). In
her account of conditional preferences, Bicchieri distinguishes
two types of “normative expectation”, i.e. one’s belief that a
sufficiently large subset of population expects one to conform
to a behavioral regularity in a type of situations. The first
type is an empirical expectation (i.e. belief that others think one
will conform), and the second normative (i.e. belief that others
think one ought to conform) (2006, 15).5 What motivates us to act
according to such expectations? It seems that viewing such
expectations as legitimate or reasonable is not going to do the
5 So Bicchieri’s terminology is slightly unfortunate. When she calls two epistemic conditions “empirical” and “normative” expectations, she only means that the former is a belief about others’ behaviour, while the latter is a belief about others’ beliefs about one’s behavior.
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work in either case: the expectation that others think one will
conform does not in and of itself make the expectation
legitimate: it is just a majority opinion about what will
likely be the case. Similarly, a normative belief (that others
think one ought to conform) will not be viewed as reasonable
unless one thinks that the majority opinion itself is a source
of legitimacy. In both cases, legitimacy or reasonableness in
Bicchieri’s sense seems to be ultimately grounded in the
majority opinion and the majority opinion alone can motivate
only if one already has a conformist preference of types (i)
and (ii). For this reason, her distinction between (i) and (ii)
as a generic conformist desire and (iii) as reason, as well as
her emphasis on the latter, does not hold.6
In contrast to Gintis and Bicchieri, Robert Sugden (2000)
models social norms explicitly based on the non-normative
conformist desire. He introduces a resentment hypothesis, according
to which we are motivated to meet the expectations of others
because we are averse to their resentment -- a resentment that
we expect will be provoked by frustrating their expectations.
Sugden takes this to be an empirically confirmable fact about
human psychology; that is, people resent someone who violates
their well-established empirical expectations, and people are
averse to face such resentment themselves. Supposing we do find
others’ expectations “legitimate”, then this will be explained
by wanting to please them because not doing so will provoke
their resentment. So to use Bicchieri’s distinctions, the type
6 In Bicchieri’s examples of social norm engineering, such as anti-littering and a campaign against college students’ binge drinking, people’s behavior changes, not by changing their belief that a certain behavior is legitimate or not, but by changing the perception of how widespread a certain behaviour is. Such an intervention also presupposes a sort of generic preference for conformity.
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(iii) motivation (to do something legitimate) is grounded in
type (ii) motivation (to please others’ expectations), which in
turn derives from more basic type (i) motivation (to avoid
others’ resentment).
We agree that the aversion toward being a target of resentment
might motivate the conditional preferences to meet others’
expectations in Bicchieri’s model.7 Still, it is questionable
whether aversion of resentment is the type of psychological
feature that can explain a wide range of prosocial behaviour,
including cooperation in one-shot PG games where one has no
reason to expect cooperation as a norm. Moreover it raises the
question of why other resentment should matter to us anyway --
especially if they are strangers. All the same, we do not wish
to argue against the resentment hypothesis at this stage. We
believe that the resentment hypothesis has a legitimate place
as a proximate account, but only once one finds an appropriate
mechanism that explains why resentment should matter to us in
the first place - a task we will turn to in the succeeding
sections of this paper. In section 3 we will see how Sugden
himself suggests what might possibly scaffold such resentment,
but in section 4 and onward we will argue that the social
motivation hypothesis can provide a superior and more basic
account of the resentment hypothesis.
2.2 Team Reasoning Approach
A prominent contender of the social norm approach to explaining
prosocial behavior is the team reasoning approach (Sugden 1993,
7 Sugden (2000) sketches his own model of social norms, but to our knowledge no one, including himself, has tested this model.
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2000, Bacharach 2006, Coleman et al. 2008). Here the prosocial
behavior is modelled by an individual identifying herself as a member of
a team, and thus playing her part in order to achieve the group’s objective. If a
player identifies herself as a member of a group consisting of
all or most of the players, then it is rational action to
cooperate or coordinate with others, since it will uniquely
maximize the group’s collective payoff. The account then
involves an agency transformation that is distinct from the payoff
transformation of the social norm approach.8
The team reasoning approach needs to specify the epistemic
conditions for the presumed agency transformation -- or shift
from I-mode to we-mode, to use Tuomela’s (2007) terminology.
Bacharach (2006), who offers one of the most systematic
presentations of the team reasoning approach to date, proposes
the ‘interdependence hypothesis’ that roughly states that the
agency transformation is triggered if the agents perceive
common goals that can only be achieved together (for conditions
for agency transformation see Bacharach, 2006, pp. 83-85;
Smerilli 2012). The epistemic conditions of the interdependent
hypothesis are thus provided by such features representing the
uncertain prospect of mutual benefit.
8 Often the team reasoning model is misunderstood as just another other-regarding preference model where “other” regards the group to which an individual belongs. An analysis of the Hi-Lo game shows this is not so. AHi-Lo game is a two-person, two-by-two, normal form, symmetric pure coordination game in which one Nash equilibrium (Hi, Hi), say (2, 2) pareto-dominates the other (Lo, Lo), say (1, 1). The individuals’ payoff transformation that takes into account the group’s payoff changes the payoff of (Hi, Hi) as (4, 4), (Lo, Lo) as (2, 2), which leaves both as Nash equilibria. In contrast, the agency transformation makes (Hi, Hi) asa unique equilibrium of the game.
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For Bacharach, the shift in framing occurs spontaneously and is
not a matter of choice. Nevertheless, even supposing that
conscious choice typically does not enter into the agency
transformation, the account still seems to require some
proximate account of the psychological features in the
individual agent that are responsible for such a shift
(Pacherie 2011). For unlike a purely perspectival shift between
alternative ways of looking at a gestalt figure, the framing
effect relevant for agency transformation does seem to require
some sustained proximate account with both cognitive and
motivational elements. Consider for example the analogous
reference-dependent framing effect (Tversky and Kahneman 1981),
which is purportedly proximally explained by loss-aversion.
While Bacharach (2006, ch 3) suggests that group selection can
account for why propensities to team reason have arisen under
conditions consistent with the interdependence hypothesis, he
does not give any detail as to what psychological propensities
account for the identification of such features. Indeed, it is
not only team-reasoning accounts who are typically silent on
what motivates the initial and continued attachment to the
group. This problem is common with an influential philosophical
theory of collective intentionality (Gilbert 2013), which
presupposes a joint commitment of the members to their group’s
goals, but does not give an account of proximate motivation for
such commitment (Pacherie 2011).
It is notable that the resentment hypothesis that was intended
as a complement to the social norm approach and also played
some role there is not applicable in the case of team
reasoning. Since a key epistemic condition spelled out in the
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interdependent hypothesis is a perception of a mutually
beneficial but uncertain outcome, this seems to block the
possibility that it is the fear of resentment that motivates
agent transformation (since why would such circumstances
provoke resentment?). Moreover, presumably collective
intentionality theorists would also hesitate to posit fear of
resentment as a motivational basis of a joint commitment, since
that would reduce the model of collective intentionality to one
of individual norm-following like Bicchieri’s.
2.3 Summary
In this section we have discussed the proximate hypotheses of
the most psychologically informed economic approaches to
prosocial behavior: the social norm and team reasoning
approaches. Our first result is that Bicchieri’s model of
social norms presupposes some motivational account, and that
Sugden's resentment hypothesis is currently the best candidate.
However we also suggested that the hypothesis seems to call for
an explanation of why the resentment of others should matter to
us and noted that it is ill fit to deal with the team reasoning
approach (which lacks any explicit proximate account of its
own). We now move on to some general proximate accounts that
are more promising, but will have reasons to return some of the
hypotheses of this past section (like the resentment
hypothesis) in section 5 to show how they can be scaffolded on
more basic social motivations.
3. The “fellow-feeling” hypothesis
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In his 2002 paper, Sugden admits that team reasoning lacks a
motivational dimension just like other rational choice models.
His remedy draws heavily on Adam Smith’s work Theory of Moral
Sentiments (1759) and suggests that Smith’s account of fellow-feeling
“may be able to fill these gaps by explaining the affective
qualities of team thinking.” (2002, p. 82) While Sugden clearly
takes the approach as a complement to the team reasoning
account, rather than the social norm account, we will consider
the fellow-feeling hypothesis as a potential psychological
account of prosocial motivation in general, i.e. for both norm
following and team reasoning.
According to Sugden, Adam Smith suggests that simply doing
things together with others rather than alone creates added
value to activities by giving a certain satisfaction or reward.
This reward is due to participants’ positive affective
awareness of their corresponding sentiments. This is also the
definition of fellow-feeling: the pleasant awareness of corresponding
sentiments or emotions. Smith claims that this fellow-feeling is
rewarding irrespective of the valence of original sentiments.
Thus, fellow-feeling cannot be reduced to mere reflected
emotions: “this correspondence of sentiments of others with our
own appears to be a cause of pleasure, and want of it a cause
of pain, which cannot be accounted for ‘by a theory of
reflected feelings’” (Sugden 2002, p. 72). The agreement of feelings
be they joy or grief, is thus a source of reward or pleasure in
its own right such that fellow-feeling “enlivens joy and
alleviates grief.” (Smith, 2002, 18).
According to Smith, our desire to experience fellow-feelings
motivates us to align our actions and emotions with those of
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others. Moreover, those that have a history of repeated
interactions will be more likely to experience such fellow-
feelings:
On Smith's account, it is a fact of human psychology that people who
repeatedly interact with one another tend to develop and express common
sentiments. Such common sentiments tend to eventually become the objects
of common approval within the group of interacting people. Thus, the
observed failure of any one member of a social group to uphold the attitudes
of that group will cause pain or unease to other members (this is just the
negative equivalent of the pleasure of mutual sympathy); and it will be
disapproved of. (Sugden 2002, 82-83)
The account can thus be seen as a proximate complement to the
existing prosocial models since people become motivated to
adjust their emotions and behaviour to fit with the communal
“norms of propriety” or else they will forgo opportunities for
fellow-feelings. That is, the pleasure derived from fellow-
feelings motivates individuals to uphold certain shared
emotions and behavioral regularities that are associated with
them. The pleasure associated with fellow-feelings also
motivates individuals to identify with groups that they have
interacted with in the past and to uphold the communal norms of
these groups. Alternatively, as Bicchieri would put it, fellow
-feelings give individuals a reason to comply with empirical and
normative expectations. While a generic desire to meet other
people’s expectations cannot explain our context- and group-
specific prosocial behavior (Bicchieri 2006, 25), the fellow-
feeling hypothesis implies that we are only motivated by those
expectations that have arisen during those previous social
interactions that included shared sentiments. True fellow-
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feeling is a generic affect for both Sugden and Smith, but
repeated interactions with fellow-feelings are needed for the
generic emotion to reliably motivate people to follow context-
and group-specific social norms.
The affective rewards that the individuals derive from the
interaction and the motivations that precede them, are thus
valuable in their own right. In Sugden’s own words, “we directly
desire to participate in society, and not merely the ends that
it produces” (2002, 85). Nevertheless the motivational power of
fellow-feeling proposal relies on rewards that are only
attainable from shared emotions in social interaction and
dependent on awareness of other participants’ corresponding
emotions. In the next section we will argue that because of
this the fellow-feeling approach is still too restrictive and
that correspondence or mutuality of sentiment might not be a
prerequisite for all experiences of intrinsic social rewards.
The model we present will thus be a weaker and also a more
basic model of social motivation. The social motivation here
derives from social affiliative stimuli that neither demand
aligned emotions.
4. The social motivation hypothesis
The pleasurable reward in the fellow-feeling account was
connected to a distinctive type of social encounter. In such
encounters, emotions of the participants are aligned such that
all may reap enjoyment from it; but why suppose that it is only
on these occasions that sociality is rewarding? There seems to
be a broader array of affiliative stimuli, i.e., interactions
with, or observations of, other humans, which have the
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potential to generate intrinsically rewarding experiences.
These occasions are often consciously, recorded as warmth,
affection, and other positive affect connected to affiliation.9
Neuroscience also suggests that the set of basic biological and
psychological mechanisms that generate these rewards are
elicited by the same modalities of sensory affiliative stimuli
(i.e. touch), even if the social activities that generate the
sensory stimulation are different (Crews 1998; Mason & Mendoza
1998; Depue & Morrone-Strupinsky 2005). Although activities
involving shared emotional experiences certainly induce these
rewards, several other activities are also capable of this
effect, e.g. those that are more purely coordinative,
explorative, and even more competitive in character (think of
how academics enjoy a verbal sparr even if this activity often
involves antagonistic emotions between the disputants).10
Sometimes the reward may even be elicited by something as
fleeting as someone smiling at you.
It is commonly thought that the role of the neurobiological
substrates underlying the affective rewards of affiliative
stimuli (oxytocin, vasopressin, endogenous opioids) is to
orient and bias attention to very basic forms of mammalian
9 In the theory of interpersonal behaviour, affiliation is one of the two major independent traits, characterized by warmth, positive emotions, andagreeableness (the other is agency characterized by assertiveness and activity). To represent social stimuli that are affiliative, experiments typically use pictures of smiling babies and families. (See Depue and Morrone-Strupinsky, 2005, 315).10 The academics enjoy the sparr and thus get reward from it but their enjoyment is not shared in a robust sense (see Salmela 2012). Their emotion is shared only in a weak sense of being the same type (enjoyment)and having the same intentional object (the sparr). Even if the participants enjoy the sparr, their concerns are directly opposite withinthis activity: both strive to win, but since sparr is a zero-sum game where one agent’s win is another’s loss, their emotions do not correspondwithin the activity. Accordingly, no fellow-feelings emerge.
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affiliation (parent and child) as well as forming social
relationships more generally (Nelson and Panksepp 1998; Depue
and Morrone-Strupinsky 2005). The experience of rewards
attached to social interaction and affiliation generates social
motivation circuitry that not only motivates us to seek the
pleasure in social interactions (affective reward); it also to
work to establish and facilitate social bonds (Godman 2013).
Many social bonds in other primates are also thought to be
mediated or enhanced by rewards elicited during activities such
as play and grooming (Silk et al. 2009). The social rewards
elicited by affiliative stimuli thus provide a foundation for
the capacity for forming social bonds crucial to human
development and flourishing (see e.g Baumeister 1995).
So how precisely does the experience of a reward attached to
social affiliative stimuli lead to a social motivation? The
thriving general field of motivation research backs up the
Humean assumption about how motivations typically grow out from
an anticipation of a reward (Berridge 2003; Wise 2004). In the
case of social affect, the idea would be that affiliative
stimuli initially becomes “incentively salienced” due to the
biased capacity for experiencing such rewards. The initial link
between affiliative stimuli and social reward is then
strengthened in terms of basic associative learning. That is,
because rewards are typically attached to certain affiliative
stimuli, they become increasingly associated in such a way that
they yield (social) motivations in expectation of distinctively
social rewards. Thus, due to the intrinsic rewards afforded by
affiliation and sociality, we become ever more oriented toward
the social world. But, just like in the case of other rewards,
sometimes, wanting eventually occurs without the accompanying
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conscious, or unconscious, experience of “liking”, thereby
indicating how motivations can be de-coupled from the
associated reward (Berridge and Robinson 2003). (This may
indeed be the case in many economic games where subjects are
naturally conditioned to a particular social reward that is not
in fact elicited).
The social motivation hypothesis then contends that there is a
particular psychological disposition whose role is to orient us
toward affiliative stimuli, which yields social reward (affect)
and enables the formation of social bonds. In fact, the
hypothesis is nicely captured by Coralie Chevallier and
colleagues who defend a social motivation hypothesis in a
rather different context: namely in the case of autism (more on
this in a moment) :
“Social motivation can be described as a set of
psychological dispositions and biological mechanisms
biasing the individual to preferentially orient to the
social world (social orienting), to seek and take
pleasure in social interactions (social reward), and to
work to foster and maintain social bonds (social
maintaining).” (2012, p.231)
It is important to emphasise that the kind of affiliative
stimuli that people seek and find rewarding depends crucially
on their past experiences and learned associations. Some
individuals may actually become motivated to seek antagonistic
social encounters (e.g. winning academic debates or fighting
with partners); perhaps because they have found other rewards
in such activities or even because antagonism is actually a
20
condition of affiliating with others. On the other hand if one
constantly meets rejection and ostracism in trying to affiliate
with particular others, typically one will feel bad and
eventually gives up, or try to find social rewards elsewhere.
In short, social motivations are contingent upon their history
of particular learned associations and although at a baseline
we take some initial affiliative stimuli to be rewarding in
their own right, we are not committed to claiming that all
social stimuli must remain rewarding and sought for.
In recent years there has been several studies in different
domains of developmental psychology and psychiatry that have
suggested that social motivation arises early in development
and is a crucial feature of human psychology. Social
motivations have been suggested to not only mediate and
facilitate bonding but also to explain autism and the pervasive
tendency for social learning (i.e. learning by copying others,
rather than trial-and-error learning). Here we will only
mention a couple of examples of such convergent evidence.
First, it is well-established that infants are born with a
preferential ability to track and fixate stimuli that appear
human-like and evidence indicates that this is mediated by the
neurological centre for affective processing - the amygdala
(Pierce et al 2001; Young et al 2005). In addition, recent
research shows how the amygdala is involved in quickly
detecting salient and diagnostically relevant facial features
by enabling attentional orienting toward the visual periphery
(Gamer et al 2013). These results suggest that we are
preferentially oriented toward one of the most basic form of
21
social affiliative stimuli -- the facial expressions of others
-- due to the associated affective reward.
Recently social motivation has also become an important rival
hypothesis to the standard ‘theory of mind deficit’ approach to
explaining autism (Chevallier et al 2012). The model suggests
that autistic subjects’ difficulties with social life are
better accounted for by diminished social motivation rather
than a failure of ‘theory of mind’, precisely because the
perception of social affiliative stimuli, like facial
expressions, gestures and vocalizations are not accompanied by
any distinctive type of reward. The lack of social motivation
thus impedes social development and can account for many of the
interpersonal deficits associated with the autistic spectrum
disorder (Maestro et al 2002; Chevallier et al 2012).
Finally, social motivations have been suggested to play a
prominent role in human ontogeny in biasing social learning
over individual learning. Cecilia Heyes has for example
suggested that what explains abundant human social learning
strategy is social motivations and other perceptual biases
which privilege information received via social channels over
any individual learning channels (2012, p. 7). Some evidence
for this comes from work on imitation where social motivations
are a strong contender for explaining the pancultural human
propensity for so-called overimitation, i.e. the tendency to
reproduce a high fidelity match of the model's behavior to the
extent that the efficiency of the task is reduced (Nielsen &
Tomaselli 2009). In cases of overimitation we do not reach the
goal in the most effective way possible, but try to do it in
precisely the way it has been modeled to us. For example,
22
children begin to overimitate at the age of two but by no means
cease to do so when they become adults (McGuigan et al 2012).
Social motivations provide a compelling explanation for why
this is so. That is, reproducing the modeled actions appears to
be more important than merely producing the outcomes more
efficiently, precisely because we are socially motivated to
engage in the activity. (Over)imitation is not merely a means
of learning skills or acquiring information about the world; it
is also a means of engaging with others and attaining social
rewards (Uzgiris 1981; Nielsen & Blank 2011). The social
motivation thesis thus predicts that whenever the opportunity
for social rewards are particularly salient part of the target
for learning, how the effect is produced will matter more than
that it is produced in the most effective way possible.
Taken together this evidence from different strands of
psychology also suggests an evolutionary argument for the
emergence of social motivations. Most likely they originated in
their role of facilitating and maintaining social bonds -- a
role which renders them not exclusively human, but among humans
it is likely that they are a particularly strong motivator
(e.g. non-human animals do not tend to over-imitate). Indeed it
may be part of the explanation for why humans are regarded as
the “hyper-social species”. Of course many tie the trait of
hyper-sociality to the emergence of culture, social norms, and
large-scale cooperation (Boyd & Richerson, 2009) and at the
very least once culture enters into the picture, it is highly
likely that culture will co-opt some of the psychological bias
for social reward into new roles. One is their role in
facilitating social learning and the fidelity of social
transmission; another is further biasing individuals to
23
prosocial behavior. Indeed it is natural to suppose that social
motivations are precisely the sort of psychological capacity
that can be harnessed to achieve common, indeed genuinely
altruistic ends that involve overall material sacrifice for the
individual, such as when social motivations help to facilitate
cooperation and cohesion amongst groups.11
5. Social motivations as scaffolders
The social motivation hypothesis is more general than the
fellow-feeling approach in terms of what type of stimuli yield
an affective social reward. For affiliative stimuli to be
rewarding, there is no requirement of fellow-feeling, or for
that matter shared emotions in social activities. In this
section we will consider the relationship between the two
accounts more closely and review some evidence from synchrony
studies that offers support to our more general social
motivation hypothesis over the fellow-feeling account. However
our more important aim is to argue that social motivations
should be thought of as a scaffold for the emergence of fellow-
feelings and, analogously, for other proximal explanations of
prosocial behavior.12
First to the evidence from synchrony studies. The association
between synchronised behavior, on the one hand, and affective
11 While some cooperative endeavours might only be done by groups, or aremore efficiently performed by groups, and so are not genuinely altruisticas they are aligned with self-interest; others might demand foregoing material self-interests. Researchers disagree on which mechanism (self-sacrificing or self-interested prosociality) has more explanatory relevance (see Guala 2012).12 We are very grateful to an anonymous reviewer for suggesting that the concept of scaffolding might be employed to explain their relation.
24
reward, on the other, has been established in several different
studies (e.g. Kirschner & Tomasello, 2010, Reddish et al.,
2013; for a review, see Knoblich et al., 2011). These
affective rewards are associated with different types of
synchrony, such as synchronized motor representations
(Rizzolatti & Craighero, 2004), body postures and gaze patterns
(Shockley et al., 2009), speech patterns (Fowler et al., 2008),
facial expressions (Chartrand & Bargh, 1999), or heart rate
(Vikhoff et al., 2013) of the interactors. A prominent
sociological tradition argues that synchronous activities that
are ritualistic interactions such as plays, games, dancing,
singing, worship and ceremonies, lack any ulterior purpose or
goal and instead have the function of producing affective
rewards for the participants (e.g. Summers-Effler, 2007;
Collins, 2004, Durkheim, 1912). The Smith-Sugden hypothesis
posits that such rewards are produced via shared emotions and
the concomitant fellow-feelings, i.e., pleasant awareness of
shared emotions. This indeed seems to be the case in rituals,
which provide an ample basis for shared emotions that can be
experienced at different stages of the ritual: excitement
during its performance; joy when it succeeds; fear when its
success is threatened; disappointment at failure; anger at
those disturbing the ritual or violating its rules, and so on
(Parkinson et al, 2005; Helm, 2010, Salmela, 2012).
However, there are many other synchronous behaviors, which are
not institutionalised as rituals but nevertheless constitute
basic building blocks for our daily interactions with others.
These tend to be reflected in experiments where the resulting
synchrony is accidental rather than purposefully achieved by
the participants: individuals walk, tap fingers, rock chairs,
25
and so on, either in or out of synchrony, or they rate
interpersonal rapport between figures or sounds that are
presented as in or out of synchrony (e.g. Hove & Risen, 2009;
Miles et al., 2009; Wiltermuth & Heath, 2009). In these cases,
there is little opportunity for feedback and little history of
interaction or reason to suppose the presence of shared
intentionality. Nevertheless, in the studies cited above
individuals who engaged in synchronous behavior reported
greater feelings of interpersonal connectedness, rapport, and
affiliation, and they sometimes cooperated more in a social
dilemma than people in asynchronous conditions. Because
participants also did not report any shared emotions, it is
difficult to make sense of such findings on the fellow-feeling
accounts (or rather, the fellow-feeling approach is at best
silent about the positive effects of such activities). Instead
the social motivation hypothesis seems better equipped in
accounting for the pleasure and reward elicited in more basic
synchronous activities.
Based on this evidence from different synchrony studies, one
might conclude that the fellow-feeling hypothesis and social
motivation hypothesis are not in competition but rather explain
different kinds of synchrony. However, our proposal is that
social motivations have a more important role than simply being
one alternative explanation. Instead, we contend that they can
themselves explain the emergence of fellow-feelings. They do
this by providing a basic platform for how we come to
anticipate rewards of social interactions, which in turn
informs the design and outcome of future interactions. For
example, if individuals experience more basic and contingent
behavioral synchrony as socially rewarding in its own right, we
26
should also expect them to establish forms of social
interaction in which synchrony and rewards are produced
intentionally. This seems to be precisely what happens in rituals.
Although it is very likely that rituals have the capacity to
elicit fellow-feelings through the participants’ shared
emotions at different stages of the ritual, such rewards are
nevertheless initially enabled at least in part by social
motivations and the anticipation of social rewards.
We thus predict that the opportunity for fellow-feelings, not
just in synchronous activities but more generally, is
scaffolded by the basic types of social affiliative rewards
described by the social motivation hypothesis. One way of
understanding social motivations as a scaffold is in terms of
social motivations becoming a condition for more sophisticated
interactions like rituals. However, the key point here is that
in doing so the social motivations also allow for the emergence
of more complex reward structures such as the rewards of
experiencing shared emotions. In fact, this also seems to be
true of the resentment hypothesis, i.e. the desire to meet, and
the aversion to frustrate, others’ expectations (Sugden). To
the extent that these motivations account for prosocial
behavior, it is because they are enabled by and elaborated on
the more rudimental social motivations. In fact, we might even
have a reason to reconsider moral virtues (Gintis) and the
perceived reasonableness of others’ expectations (Bicchieri),
as legitimate proximate accounts for (some) prosocial behavior
if they analogously seem to depend on the experience and
anticipation of social rewards. In short if our affiliations
with other individuals matter, so will their expectations,
interests and moral claims on us. Hence, social motivations
27
explain why moral virtues and others’ expectations matter to us
or why they, as philosophers like to put it, acquire
“motivational force”. In fact it is the strength of the social
motivation hypothesis that it can function as a plausible
scaffold for a range of different more sophisticated proximate
accounts -- without any of them necessarily being reduced to
the anticipation of an affective reward.
Indeed, given that it is supposed that many social situations
in contemporary societies already are governed by some
identifiable moral, social and prudential norms governing
behavior (or at least identifiable behavioural interactive
patterns), it would be surprising if social motivations were not
involved in scaffolding the development of more sophisticated
preferences such as those described by the existing approaches.
In this sense social motivations are always there, so to speak.
Often by making a prosocial outcome of social interaction -- be
it actual, anticipated, remembered, virtual-- at least, prima
facie inherently rewarding for us. That is not to say that social
motivation could not explain prosocial behavior on its own
without some auxiliary motivational account. On the contrary,
we have argued with empirical evidence that in many cases the
motivation to seek social-affiliative rewards is capable of
motivating prosocial behavior, e.g. in situations where the
conditions of other theories of proximate motivation are not
met. Thus, the social motivation account stands on its own in
addition to providing a scaffold for other proximate explanations
of prosocial behavior.
6. Conclusion
28
We began by noting that many existing economic models of
prosocial behavior have been rather silent on the proximate
psychological mechanisms responsible for the target behavior.
We identified the most psychologically plausible accounts and
then based on this discussion and convergent recent evidence
from several strands of psychological and biological research,
we argued for an alternative social motivation hypothesis.
Finally, we suggested that the social motivation account
provides a plausible scaffold for other more sophisticated
proximate motivations that purport to explain prosocial
behavior in more complex social interactions.
Let us conclude by briefly addressing some possible
implications for economic modelling of prosocial behavior. As
we stated at the outset, the empirical and theoretical input
from different fields in psychology does not unequivocally
adjudicate between competing economic models of prosocial
behavior. Nor have we proposed yet another utility function
based on the social motivation hypothesis. Instead, we provided
a basic and general proximate account; namely, social
motivations that anticipate rewards attached to affiliation and
which can scaffold a host of distinct prosocial motivations,
such as moral virtues, aversion to resentment, pleasure of
mutual emotions, and so on.
Although we do not deny that it is possible to compare
different models with different motivations in clear-cut
experiments (this is one of the points of behavioral
experiments, after all), an upshot of our argument is that
there probably will not be a general, single utility function
that encompasses all prosocial behavior. Instead, our account
suggests a form of pluralism that requires different prosocial
29
preferences to be elicited by contextual features such as the
nature of the game or interaction, the past history of
interaction, the strength of affiliation, and the existing
norms or identified teams in a community.
Still, the social motivation hypothesis also suggests some ways
to organize this pluralism about preferences. First, given the
importance of individual learning history and environment more
generally for the precise development of social motivations (as
described in both section 4 & 5), we should expect some
considerable heterogeneity amongst people in terms of their
expectations and preferences in experimental and naturally
occurring games. A satisfactory theory of prosocial behavior
might try to first identify the different types of agents in
their experiments, and then explain how these different types
impact on the interaction, such as sustaining or declining
levels of cooperation (cf. Gächter 2007). Second, given that
social motivations can scaffold a range of distinct prosocial
motivations, we should expect that each agent often has
conflicting preferences that are elicited by variable salient
contextual cues. Thus a general theory should ideally attempt
to identify some general epistemic conditions for the
elicitation of different preferences. For example Bicchieri’s
conditions for payoff transformation and Bacharach’s conditions
for agency transformation do not necessarily have to be seen as
rival hypotheses, but instead they can both be part of a more
general hypothesis which predicts that different conditions can
elicit different preferences of the same individual. We hope
that our proposal has provided some justification for these
lines of enquiry.
30
While what we have said so far is all broadly consistent with
the rational choice tradition in psychology and economics
(although perhaps suspending some of its ambitions of complete
unification), the social motivation hypothesis might also
provide a more basic challenge to the framework, which is the
following: If affiliative rewards are truly rewards on par with
the various material rewards, it may be unhelpful to define or
operationalize rewards solely in terms of monetary payoffs in
games, as for example social preference models do. After all
the research we have discussed suggests that the
neurobiological basis for such rewards is both partly
distinctive from other reward circuits, including material
ones, and arises early in development and is retained
throughout life. The hypothesis also makes good evolutionary
sense given the importance of social bonding for not only
wellbeing, but, indeed, survival. It is unclear if these ends
can consistently be operationalized using monetary rewards.
Thus, the social motivation hypothesis really has two primary
implications for economic modelling of sociality roles. One is
to posit social motivations as a scaffolder that generates
motivations for norm-following and team reasoning, thus
offering a candidate proximate or at least developmental
explanation of prosocial behavior in the standard sense of
representing a choice to forgo immediate material interests.
The second and more provocative suggestion is that in many
social contexts, including perhaps some experimental ones, the
agent is also concerned with anticipated social-affiliative
rewards quite independently of the material payoff
distribution. In future modelling it might therefore be
worthwhile to try to conceptualize and operationalize social
31
rewards instead of just monetary rewards, for example by
employing the kind of basic affiliative stimuli used in the
psychological research we have drawn on.
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